Insights Into PPC Traffic From “Sofa Sunday” In The UK

By Rebekah Schelfhout


On December 16th, The Drum magazine highlighted a new “day” called Sofa Sunday.

“Sofa Sunday” was named for the expectation that millions of people would shop using their smartphones on the Sunday that follows Black Friday. The prediction was that browsing from m-commerce would be highest between 9:00 p.m. and 11:00 p.m. that day. Did the prediction match the reality?

What Happened To Mobile Traffic On Sunday 30th November?

Through grouping together data from some large online retail clients in the UK, I was able to see some top-level data on trends.

As you can see from the chart below, impressions were dominant from computers for the most part of the day and peaked at around 8:00 p.m. with mobile taking over as the lead impression generator from 9:00 p.m. to 11:00 p.m., exactly as predicted.

Though mobile impressions did heavily drop at 11:00 p.m., they remained double those of computers!

Impressions sample 30th nov

Though mobile was a clear winner toward the end of the day in terms of impressions generated, it was a different story when I came to look at clicks from the retail client campaigns. As seen from the chart below, tablet traffic was the most dominant toward the latter part of the day.

Clicks sample 30th Nov

Click-through rate was much stronger for tablets for the selection of accounts that I analyzed. This again shows that tablets are becoming ever popular for browsing. Though we can’t bid differently for tablets, everyone should be thinking about the user experience for visitors that land on a site from a tablet device.

Of course, the data above is from a sample of clients, so there could be outliers affecting that data.

The chart below hones in on one particular client in the fashion industry to show what happened to …read more

Source:: SearchEngineLand


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